Today, product data and marketing content have one of the coldest relationships in the martech stack.
Engineers worry about SKUs, specs, sizes, and materials. Marketers worry about images, videos, docs, and diagrams. Copywriters try to bridge the divide with descriptions, features, benefits, and sales messaging.
B2B marketers have tried everything under the sun to improve on-page SEO. Using all the keywords. Writing 5,000-word posts. And then going off-page to promote the post to everyone.
Azadeh Williams explores how building a community in B2B marketing can unlock endless potential for your brand.
How often as marketers do we hear the same conversation in boardrooms at quarter end? Statements like: ‘We need to build a community around our brand.’ But then comes a groupthink committee producing ad hoc ideas, fragmented content sprints, rushed campaigns and agency retainers blown out of budget, and then a year later… still no community. Read More
Step four of lockdown easing is here and consumers wanting to take advantage of the additional freedoms will have no time for irrelevant ads. It’s the right moment to consider contextual advertising, says Nick Welch of IAS.
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A holisticecosystem designed around creativity.
In the world of biology, an ecosystem is defined as “a strategy for the integrated management of land, water and living resources that promotes conservation and sustainable use in an equitable way.” Read More
This article was originally published by the World Economic Forum.
Over the past decade, the circular economy has come a long way. Numerous leading organizations around the globe have proven the business case for circularity by successfully adopting circular business models and leveraging disruptive technologies. Read More
Globally renowned media science researcher and founder of Amplified Intelligence Prof Karen Nelson-Field introduces her new column and why she wants to set a True North for the digital media industry. Read More
Decluttering can be a difficult task for many people even in normal times. Toss in a global pandemic that kept us inside our homes for months on end, box after box arriving on our doorsteps? Something’s gotta give!
With consumers moving online in reaction to coronavirus restrictions, companies will need to learn how to launch new e-commerce businesses quickly.
While the full implications of COVID-19 are still unknown, it’s clear that the impact on retail is already significant. Emerging evidence points to a significant shift, as customers scale back their shopping in stores and instead go online. Read More
While maintaining a regular flow of content is important to help boost your website performance, evergreen content can also play a key role in boosting your page rankings, and keeping your SEO process ticking along. Read More
